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All Journal Dinasti International Journal of Education Management and Social Science
Lutfi Alhazami
Universitas Paramadina, Jakarta, Indonesia
Education

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Strategies for Utilizing TikTok in Small and Medium Enterprises' Digital Marketing Muhamad Al Faruq Abdullah; Wenny Desty Febrian; Didin Hikmah Perkasa; Lutfi Alhazami
Dinasti International Journal of Education Management And Social Science Vol. 6 No. 1 (2024): Dinasti International Journal of Education Management and Social Science (Octob
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v6i1.3433

Abstract

This research aims to determine how relevant and engaging content, engagement and interaction, trust and reputation influence the intention to follow or someone's desire to follow a TikTok account as an effective marketing tool for Small and Medium Enterprises (SMEs) in the digital era. Primary data was collected using questionnaires distributed to 95 respondents in DKI Jakarta. The data was analyzed using Structural Equation Modeling (SEM) with Partial Least Squares (SmartPLS 3.0) to test all relationships between content and reputation variables affecting interaction, and whether interaction also affects the intention to follow. The findings of this study provide insights into the strategic use of TikTok for enhancing SME marketing efforts, emphasizing the importance of creating engaging content and building a trustworthy reputation to drive user engagement and following intentions.
Co-Authors Abdullah, Muhamad Al Faruq Didin Hikmah Perkasa Wenny Desty Febrian